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Big Data is difficult to define and even harder to show how useful it truly is, Dave Mandl writes. "[T]he term seems to get thrown around recklessly and cluelessly more often than not and, even when it's used appropriately, applied much more widely than is warranted," Mandl writes. "... The mere increase in the amount of data being made available for a given application, no matter how big that increase may be, doesn't automatically make it a Big Data application."

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Big Data company Gummicube has launched its Datacube platform that features an application-intelligence engine to give app developers more marketing insight. The platform analyzes what competitors are doing and what other apps' target audiences are using, among other features.

Big Data is difficult to define and even harder to show how useful it truly is, Dave Mandl writes. "[T]he term seems to get thrown around recklessly and cluelessly more often than not and, even when it's used appropriately, applied much more widely than is warranted," Mandl writes. "... The mere increase in the amount of data being made available for a given application, no matter how big that increase may be, doesn't automatically make it a Big Data application."

Apigee says its Insights analytics platform is meant to draw information from applications, APIs and other sources to provide better understanding of Big Data. "The market Apigee is addressing is a big one but also filled with competitors vying to compete for customers that see the value in data analysis," Alex Williams writes, citing firms including EMC, Oracle and SAP.

NetSuite has a complementary relationship with Oracle and SAP in providing cloud-based software to large enterprises, CEO Zach Nelson says. SAP and Oracle serve high-end clients, Nelson says, while NetSuite covers lower tiers. He cited four goals for the company, including investment in three core product areas.